Bilateral Analysis of Consumer Trust in Mobile Providers: An Empirical Mixed Methods Approach in Germany

Abstract

Building trust is crucial for adopting and using information and communication technologies, particularly in highly competitive markets with almost homogeneous products between providers. However, assessing consumer trust is challenging, as contractual obligations or high switching costs can lead to misinterpretations. This study investigates consumer trust in mobile providers in Germany. Initially, we conducted 13 qualitative online interviews with industry experts in Germany (except one from Switzerland) to develop hypotheses, which we then tested through a quantitative online survey of German consumers (N = 502). Contrary to the experts’ critical assumptions, the findings showed that consumer trust exceeded expectations. We found no correlation between the duration of customer relationships and trust. These results are especially relevant for mobile providers. Moreover, marketing/product managers from other sectors with comparable consumer goods (e.g., subscription-based media products or information goods) can also gain insights into strategies to enhance consumer trust and manage customer relationships.